End-to-end

customer experience transformation 

 

AvaFin (formerly Creamfinance) is an international fintech company operating high-volume digital financial services. During my 3-year full-time role, I worked as a CX/UX Specialist embedded in Marketing, Sales and Product team, focusing on improving end-to-end customer experience across acquisition, onboarding, product usage, self-service and communication channels.

My work combined service design, UX optimization, research, conversion improvement and cross-functional collaboration in a regulated and fast-changing environment.

Service design & CX transformation in high-scale fintech environment

business context & challenge

  • highly regulated financial environment,
  • complex backend processes translated into simple customer-facing experiences,
  • high traffic acquisition funnels,
  • limited development resources,
  • strong dependency between digital and operational touchpoints.

 

The goal was to design customer experiences that were simultaneously user-friendly, legally compliant and business-efficient.

My responsibilities included:

  • designing customer journeys and service flows,
  • conducting UX audits and research,
  • optimizing acquisition and onboarding funnels,
  • collaborating with Product, IT, Legal, Risk and Customer Service teams,
  • validating solutions with data and real user behavior,
  • ensuring consistency across digital and communication channels.

my role - cross-functional CX and UX specialist

key CX projects

Outcome:

  • registration conversion rate increased thanks to proposing new UX patterns and testing the iterations,

  • new flow became core onboarding solution for multiple brand variants.

What I did:

  • audited existing registration flow and identified UX bottlenecks,

  • conducted market benchmark research,

  • gathered requirements from Legal, Risk, Sales and Marketing teams,

  • designed multi-step onboarding flow,

  • created wireframes and high-fidelity mockups based,

  • implemented A/B testing in production environment with GTM,

  • iterated designs based on behavioral data provided by Hotjar, Mouseflow and internal data analysis.

Goal:

Registration flow redesign — core acquisition funnel

Improve the main way to aquire new clients - registration form on the brands websites.

Get leads and preservedrops - get users back to registration.

Increase client base and improve conversion by creatingfaster, user friendly registration form for general pages and API.

Outcome:

  • reduced friction in key self-service processes,

  • improved task completion and user engagement.

Strategy:

Instead of a full redesign, I introduced a continuous micro-improvement model with very close cooperations with hands-on customer service emploees.

What I did:

  • performed UX and CX audit of the client panel,

  • analyzed heatmaps and session recordings,

  • collected insights from Customer Service teams, with access to real customer communication,

  • designed incremental UX and UI upgrades,

  • validated impact through funnel performance and conversion metrics.

Goal:

Client Zone UX improvements — self-service platform

Improve usability of customer loan management portal with limited development capacity.

Outcome:

  • found and eliminated many existing flaws marketing and service automation,

  • improved communication consistency across all channels (mail, sms, notifications),

  • reduced compliance risks,

  • increased CX awareness across teams.

What I did:

  • audited our own automatic communications flows for different customer journeys,

  • improved consistency across different communication management platforms - internal and provided by external automation tools,

  • measured time required in each of the processes,

  • created our customer personas,

  • designed a lightweight CX audit framework usable by non-design teams,

  • created evaluation structure requiring minimal training,

  • enabled teams to quickly detect inconsistencies and legal risks.

Goal:

Communication audit and reusable framework

Improve quality of automatic customer communication without development budget and make further auditing friendly for non-designers.

Outcome:

  • delivered scalable UX concepts for international rollout,

  • ensured regulatory compliance without sacrificing usability.

What I did:

  • prepared and participated in product discovery workshops,

  • designed customer communication flows aligned with legal requirements,

  • facilitated branding workshops for new products,

  • created UX flow variants and validated best-performing solutions,

  • reviewed early technical implementations from UX perspective.

Goal:

New products development — Credit Card & Credit Limit

Design new financial services integrated with external providers and internal systems.

Business impact

  • increase in onboarding conversion
  • improved service consistency across touchpoints
  • faster product delivery cycles
  • reduced customer friction
  • scalable CX improvements under limited technical resources

I worked closely with:

Cross-team collaboration

  • Developers & IT teams
  • Product Managers
  • Risk & Compliance
  • Legal teams
  • Customer Support
  • Marketing & Sales
  • Data analysts

 

This experience strengthened my ability to design CX solutions across the entire service ecosystem — not only UI level.

My design decisions were based on real user behavior and performance data:

Research & data-driven approach

  • usability testing,
  • heatmaps and session recordings,
  • A/B testing (Google Optimize),
  • funnel performance analysis,
  • continuous feedback from Customer Service teams.

 

This allowed continuous optimization instead of one-time redesigns.

summary

all projects

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